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madisonmeister17

The case against e-readers: Why reading paper books is better for your mind. - 0 views

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    There are pros and cons to electronic readers and hard copies. E-readers have several pros, such as the ability to get almost any book the reader may want, it saves trees and it is also easy to carry around. However, more and more people are rejecting e-readers and returning to hear copies. The two leading arguments for hard-copy would be that they prevent you from getting distracted. It has also been shown that readers retain information better through hard-copy books.
Lara Cowell

E-readers can make reading easier for those with dyslexia - 0 views

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    As e-readers grow in popularity as convenient alternatives to traditional books, researchers have found that convenience may not be their only benefit. The team discovered that when e-readers are set up to display only a few words per line, some people with dyslexia can read more easily, quickly and with greater comprehension.
Lisa Stewart

Figures of Rhetoric in Advertising Language - 9 views

  • the discipline of rhetoric was the primary repository of Western thinking about persuasion
  • The principal purpose of this paper is to contribute a richer and more systematic conceptual understanding of rhetorical structure in advertising language
  • Rhetoricians maintain that any proposition can be expressed in a variety of ways, and that in any given situation one of these ways will be the most effective in swaying an audience.
  • ...33 more annotations...
  • the manner in which a statement is expressed may be more important
  • a rhetorical figure occurs when an expression deviates from expectation
  • With respect to metaphor, for instance, listeners are aware of conventions with respect to the use of words, one of which might be formulated as, words are generally used to convey one of the lead meanings given in their dictionary entry. A metaphor violates that convention, as in this headline for Johnson & Johnson bandaids, "Say hello to your child's new bodyguards," accompanied by a picture of bandaids emblazoned with cartoon characters (from Table 2)
  • listeners know exactly what to do when a speaker violates a convention: they search for a context that will render the violation intelligible. If context permits an inference that the bandaid is particularly strong, or that the world inhabited by children is particularly threatening, then the consumer will achieve an understanding of the advertiser's statement.
  • every figure represents a gap. The figure both points to a translation (the impossibility in this context of translating "Say hello to your child's new petunias" is the key to its incomprehensibility), and denies the adequacy of that translation, thus encouraging further interpretation.
  • metaphors that have become frozen or conventional: e.g., the sports car that "hugs" the road.
  • an important function of rhetorical figures is to motivate the potential reader.
  • Berlyne (1971) found incongruity
  • (deviation) to be among those factors that call to and arrest attention.
  • "pleasure of the text"--the reward that comes from processing a clever arrangement of signs.
  • Berlyne's (1971) argument, based on his research in experimental aesthetics, that incongruity (deviation) can produce a pleasurable degree of arousal.
  • Familiar examples of schematic figures would include rhyme and alliteration, while metaphors and puns would be familiar examples of tropic figures.
  • Schemes can be understood as deviant combinations, as in the headline, "Now Stouffers makes a real fast real mean Lean Cuisine."
  • This headline is excessively regular because of its repetition of sounds and words. It violates the convention that sounds are generally irrelevant to the sense of an utterance, i.e., the expectation held by receivers that the distribution of sounds through an utterance will be essentially unordered except by the grammatical and semantic constraints required to make a well-formed sentence. Soundplay can be used to build up meaning in a wide variety of ways (Ross 1989; van Peer 1986).
  • Many tropes, particularly metaphors and puns effected in a single word, can be understood as deviant selections. Thus, in the Jergens skin care headline (Table 2), "Science you can touch," there is a figurative metaphor, because "touch" does not belong to the set of verbs which can take as their object an abstract collective endeavor such as Science.
  • For example, a rhyme forges extra phonemic links among the headline elements.
  • "Performax protects to the max," the consumer has several encoding possibilities available, including the propositional content, the phonemic equivalence (Performax = max), and the syllable node (other words endin
  • Because they are over-coded, schemes add internal redundancy to advertising messages. Repetition within a text can be expected to enhance recall just as repetition of the entire text does.
  • The memorability of tropes rests on a different mechanism. Because they are under-coded, tropes are incomplete in the sense of lacking closure. Tropes thus invite elaboration by the reader. For example, consider the Ford ad with the headline "Make fun of the road" (Table 2). "Road" is unexpected as a selection from the set of things to mock or belittle. Via
  • This level of the framework distinguishes simple from complex schemes and tropes to yield four rhetorical operations--repetition, reversal, substitution, destabilization.
  • s artful deviation, irregularity, and complexity that explain the effects of a headline such as "Say hello to your child's new bodyguards," and not its assignment to the category 'metaphor.'
  • The rhetorical operation of repetition combines multiple instances of some element of the expression without changing the meaning of that element. In advertising we find repetition applied to sounds so as to create the figures of rhyme, chime, and alliteration or assonance (Table 2). Repetition applied to words creates the figures known as anaphora (beginning words), epistrophe (ending words), epanalepsis (beginning and ending) and anadiplosis (ending and beginning). Repetition applied to phrase structure yields the figure of parison, as in K Mart's tagline: "The price you want. The quality you need." A limiting condition is that repeated words not shift their meaning with each repetition (such a shift would create the trope known as antanaclasis, as shown further down in Table 2).
  • the possibility for a second kind of schematic figure, which would be produced via an operation that we have named reversal. Th
  • rhetorical operation of reversal combines within an expression elements that are mirror images of one another.
  • The rhetorical operation of destabilization selects an expression such that the initial context renders its meaning indeterminate. By "indeterminate" we mean that multiple co-existing meanings are made available, no one of which is the final word. Whereas in a trope of substitution, one says something other than what is meant, and relies on the recipient to make the necessary correction, in a trope of destabilization one means more than is said, and relies on the recipient to develop the implications. Tropes of substitution make a switch while tropes of destabilization unsettle.
  • Stern, Barbara B. (1988), "How Does an Ad Mean? Language in Services Advertising," Journal of Advertising, 17 (Summer), 3-14.
  • "Pleasure and Persuasion in Advertising: Rhetorical Irony as a Humor Technique," Current Issues & Research in Advertising, 12, 25-42.
  • Tanaka, Keiko (1992), "The Pun in Advertising: A Pragmatic Approach," Lingua, 87, 91-102.
  • "The Bridge from Text to Mind: Adapting Reader Response Theory to Consumer Research," Journal of Consumer Research,
  • Gibbs, Raymond W. (1993), "Process and Products in Making Sense of Tropes," in Metaphor and Thought, 2nd ed
  • Grice, Herbert P. (1989), Studies in the Way of Words, Cambridge, MA: Harvard University Press.
  • Leigh, James H. (1994), "The Use of Figures of Speech in Print Ad Headlines," Journal of Advertising, 23(June), 17-34.
  • Mitchell, Andrew A. (1983), "Cognitive Processes Initiated by Exposure to Advertising," in Information Processing Research in Advertising, ed. Richard J. Harris, Hillsdale, NJ: Lawrence Erlbaum, 13-42.
Lara Cowell

Being a Better Online Reader - The New Yorker - 0 views

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    The shift from print to digital reading may lead to more than changes in speed and physical processing. It may come at a cost to understanding, analyzing, and evaluating a text. However, research suggests that people can deeply read using digital media: what's needed is self-monitoring, focus, and use of strategies such as annotation, either the old-fashioned way, or digitally. Digital devices in and of themselves may not disrupt the fuller synthesis of deep reading. What does: multitasking on the Internet and distractions caused by hyperlinks. Indeed, some data suggest that, in certain environments and on certain types of tasks, we can read equally well in any format.
Lisa Stewart

Readers Build Vivid Mental Simulations Of Narrative Situations - 12 views

  • The study, forthcoming in the journal Psychological Science, is one of a series in which Zacks and colleagues use functional magnetic resonance imaging (fMRI) to track real-time brain activity as study participants read and process individual words and short stories.
  • changes in the objects a character interacted with (e.g., "pulled a light cord") were associated with increases in a region in the frontal lobes known to be important for controlling grasping motions. Changes in characters' locations (e.g., "went through the front door into the kitchen") were associated with increases in regions in the temporal lobes that are selectively activate when people view pictures of spatial scenes.
  • readers create vivid mental simulations of the sounds, sights, tastes and movements described in a textual narrative while simultaneously activating brain regions used to process similar experiences in real life.
dhendrawan20

On dit what? Bilinguals who borrow English words follow the language rules, says lingui... - 1 views

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    This article examines the relationship between borrowed language and bilingual speakers' grasp of their known languages. It highlights the implicit understanding of grammar rules that bilingual speakers naturally develop for their languages and debunks the misconception that loan words damage a speaker's understanding of another language. The article described a study on bilingual speakers in Ottawa-Hull who combined language (code-switching or "mish-mashing") while still following the correct grammatical structures. (i.e. "If a verb was borrowed from English, it was conjugated in strict accordance with the rules for conjugating French verbs..") It also reminded readers that pronunciation is not intrinsically tied to language proficiency.
Ryan Catalani

Do E-Books Make It Harder to Recall What You Just Read? | TIME.com - 4 views

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    "...when the exact same material is presented in both media, there is no measurable difference in student performance. ... However, there are some subtle distinctions that favor print, which may matter in the long run. ... First, more repetition was required with computer reading to impart the same information. "Second, the book readers seemed to digest the material more fully. ... seemingly irrelevant factors like remembering whether you read something at the top or the bottom of page - or whether it was on the right or left hand side of a two-page spread or near a graphic - can help cement material in mind. ... spatial context may be particularly important because evolution may have shaped the mind to easily recall location cues so we can find our way around ... E-books, however, provide fewer spatial landmarks than print."
Lara Cowell

Eye Dialect: Translating the Untranslatable - 0 views

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    The term 'eye dialect' was first coined in 1925 by George P. Krapp in The English Language in America (McArthur 1998). The term was used to describe the phenomenon of unconventional spelling used to reproduce colloquial usage. When one encounters such spellings "the convention violated is one of the eyes, and not of the ear". Furthermore, eye dialect would be used by writers "not to indicate a genuine difference in pronunciation, but the spelling is a friendly nudge to the reader, a knowing look which establishes a sympathetic sense of superiority between the author and reader as contrasted with the humble speaker of dialect". Mrs. Cowell's note: Contemporary writers of color now employ eye dialect to show disdain for the word that's misspelled, e.g. Cherokee writer Qwo-Li Driskill uses "AmeriKKKan" to underscore the racism and cultural genocide happening in a country that pays lip service to justice and equity.
Lara Cowell

Facing a Robo-Grader? Just Keep Obfuscating Mellifluously - 2 views

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    This NYT article reports findings of a recently released study, which concluded that computers are capable of scoring essays on standardized tests as well, or possibly better, than humans. However, Les Perelman, a director of writing at MIT and a tester of the Educational Testing Services E-Rater program disagrees, arguing that the system can be easily "gamed".
Lara Cowell

The Reading Brain in the Digital Age: The Science of Paper versus Screens - 0 views

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    How exactly does the technology we use to read change the way we read? How reading on screens differs from reading on paper is relevant not just to the youngest among us, but to just about everyone who reads-to anyone who routinely switches between working long hours in front of a computer at the office and leisurely reading paper magazines and books at home; to people who have embraced e-readers for their convenience and portability, but admit that for some reason they still prefer reading on paper; and to those who have already vowed to forgo tree pulp entirely. As digital texts and technologies become more prevalent, we gain new and more mobile ways of reading-but are we still reading as attentively and thoroughly? How do our brains respond differently to onscreen text than to words on paper? Should we be worried about dividing our attention between pixels and ink or is the validity of such concerns paper-thin?
kiaralileikis20

Redefining Reading: The Impact of Digital Communication Media - 0 views

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    This journal entry is about studies conducted to compare different reading platforms such as hard cover books, e-readers, tablets and desktop computers. These studies covered topics such as cognition, preferred mode for reading and the physicality of reading.
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